Due to strong competition, carriers start to become more customer oriented

Due to the strong competitive environment, fixed network carriers introduce a significant number of customer-friendly initiative as well as discounted prices, through which carriers were able to attract new customers. Research by InfoCom on this topic has shown that this trend is especially true for fixed network operators.

One of the most apparent trends is the enlargement of the distribution networks: everywhere in Europe, both fixed and mobile carriers have increased the number of telecom shops, restructured their online distribution sites and increased their service staff. In

order to improve and optimise the contact with the customer, since 2007 several carriers offer the possibility of a live chat line with their customer service centre. A further trend, recognisable all over Europe, regards broadband offers, which increasingly contain free of charge options, especially security solutions, as BT is offering in Great Britain and ONO in Spain.

Increasingly, companies are also looking into self-installing solutions, for instance broadband access with Modem/Router, WiMAX, WiFi or WLAN and self-installing IPTV applications. With these solutions, the customer enjoys shorter turnaround time and saves the costs for having a technician install the system. On the other hand, some other carriers have focussed their customer care strategy on increasing technician support and offer installation at the customer’s premise free of charge, during the evenings and on weekends. Some carriers go so far as to guarantee their installation appointment and offer compensation for not meeting the deadline.

About this research: InfoCom’s research activities go far beyond what is traditionally intended by telecom consultancy, covering also new telecom services and applications. Based on a best practice analysis on 15 European countries, for over 30 vendors & service providers, this research illustrates how operators search for opportunities through new applications.

About InfoCom. InfoCom is a market research and consultancy company with 20 years experience providing strategic analyses and planning assistance to stakeholders in the telecommunications, IT and multimedia industries. InfoCom’s independent and fact-based analyses highlight trends and opportunities, supporting decision makers to understand market dynamics in order to improve their competitive advantage